Rabobank engaging with its customers in an agile way
Rabobank is a customer-driven organization and therefore wants to connect with its customers. In order to get in touch with its target group, Blauw created a customized research community for Rabobank. This community allows Rabobank to enter into an agile dialogue with customers and non-customers, both business and private.
Challenge
The agile community is characterized by flexibility
- The community enables Rabobank to collect feedback from the relevant target group in a very short time (result within 48 hours) and at a high pace. Based on the wishes and needs of the target group, Rabobank can further optimize its services.
- The target group can be contacted anytime and directly for pressing questions. The community is at Rabobank's disposal 24/7.
- Real-time adjustment. When participants' responses are interesting, it is possible to ask further questions so that insights can be deepened and a conversation ensues with the participants.
Vision
From inspiration to testing, evaluation and optimization
The community offers Rabobank the opportunity to present a variety of issues to the desired target group. From inspiration for new campaigns to evaluation of potential products and services, and optimization of web pages.
Recently, Rabobank has been able to submit many issues to the community. For example, the community was used to test campaigns, new payment packages were presented and the Rabo app was scrutinized. In this way, Rabobank is gaining initial insights into a variety of financial topics. The opinions of customers and non-customers are polled in the community and are then taken into account to continue adjusting services. For example, Rabobank has improved its payment request function in the Rabo banking app, optimized the business packages and adjusted the communication around insurance.
Solution
Always the right target audience
In the community, not only is a variety of issues possible, but also a specific target group can be selected for each issue. For example, Rabobank was successively looking for investors, homeowners and customers with ongoing travel insurance. Blauw provides the right target group and can recruit for a very specific target group if necessary. In this way, Rabobank is always talking to the relevant target group.
A suitable tool for every question
Using appropriate activities, interesting insights are brought to the surface. For example, the mark & mention tool can be used to test communication statements, we use the stepboard module to gradually learn more about the motivations and needs of the customer around a specific theme and photo assignments display the associations that customers have about a particular subject. A suitable tool for every question!
Result
Agile collaboration with marketers
During the survey, Rabobank stakeholders can join the community at any time. They immediately get a first-hand sense of what is going on among the target group. In addition, this functionality enables real-time adjustments to be made so that insights from the community members can be further explored.
Once the desired insights have been gained, Blauw writes a report for each survey, containing concrete insights and actionable recommendations. These are discussed with the marketeers so that they can immediately set to work with the results. Feedback is also provided to the community members so that they continue to feel involved in the community and Rabobank. This is how Rabobank, in cooperation with Blauw, continues to work on optimizing its services!
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